From the monthly archives:

December 2009

Sometimes you can learn a lot from movies. They’re often packed with copywriting, advertising, and marketing secrets — if only you will take the time to look.

For instance, movies can teach you a lot about how to “pace” your ads to keep your readers hanging on until they read every last word. And movies can teach you a lot about timeless story formats that work over and over again.

But one recent movie in particular stands out to me for the lesson it contains. And that movie is James Cameron’s Avatar.

In Avatar, the main character Jake Sully is a crippled ex-Marine. And through some strange feat of biological engineering, he is able to somehow use his mind to remotely control a giant lab-grown body.

Sully’s full-time job then becomes to “infiltrate” a race of people called the Na’vi. He pretends to be a real Na’vi to gain their trust and learn information that can be used against them.

Of course, the entire time Sully’s real body is back at “home base” while he is mentally manning this “biological robot” (so to speak).

Anyway, when you think about it, this is often what’s required to write truly persuasive sales copy…

[click to continue…]


I’ve been working with one of my copywriting clients for more than 3 years now. And during that time, I’ve had the opportunity to test a number of elements on his sales page.

One time he got a new testimonial that I thought was really good.

Before I tell you about the testimonial, it will help to explain to you the market my client is in.

He sells trading software for $99 a month. The software issues trading signals in real time so you know exactly when to enter or exit a trade.

The challenge is that the trading market is filled with all kinds of “bots” and software that don’t work. So when my client got a testimonial from a guy who’d made $600,000 in a week, I thought we’d struck pay dirt…

[click to continue…]

{ 1 comment }